Email Subject Lines for Press Releases: 4 Tips to Capture Journalists’ Attention

Introduction
When sending a press release via email, the subject line is the most crucial element. It is the first thing a journalist will see in their inbox and often determines whether your email gets opened or ignored.

In this Clipse Africa guide, discover how to craft an effective email subject line to maximize the chances of your press release being read.

Why the Email Subject Line Is Crucial in PR

Journalists receive dozens of press releases every day. To stand out:

• The subject line must be clear, catchy, and relevant.

• It should convey immediate and useful information.

• It should not mislead or oversell the content.

In short: a good subject line communicates the value of the message, not just its existence.

1. Start with a Strong Thematic Keyword

Use a relevant keyword at the beginning of your subject line, followed by a colon, then the main message.
This helps the journalist instantly understand the topic.

Effective keyword examples:

• Geographic: “Ivory Coast: Launch of a Women Entrepreneurs Incubator”

• Thematic: “Energy: New Solar Project in West Africa”

• Format: “Press Invitation: Annual Digital Conference in Dakar”

• Data: “Study: 8 out of 10 Young People Plan to Start a Business in Central Africa”

Avoid: starting with “Press Release:” as it adds no value.

2. Write a Short, Impactful Title

Once the keyword is set, follow with a concise title summarizing the key point.
Goal: pique curiosity while staying informative.

Examples:

• “Company X to Hire 100 Employees in Cameroon”

• “Report: Record Growth of Fintech in Africa in 2024”

The email subject line can differ from the press release title to be more striking.

3. Adapt the Tone to the Media World

A professional, objective, and precise tone is essential to maintain credibility with journalists.
Avoid clickbait like “Open this email now” or vague phrases like “Info You’ll Like.”

4. Avoid Common Mistakes That Hurt Your Chances

To optimize your open rate:

• Keep subject lines under 60 characters.

• Avoid misleading titles; losing a journalist’s trust costs opportunities.

• Skip technical jargon; simplify for quick understanding.

Key Takeaways

In PR, the email subject line is your first filter: if it fails, your press release won’t be read.
By following these best practices, you increase your chances of capturing journalists’ attention and gaining media coverage.

Tip from Clipse Africa: use our platform to distribute your press releases and track their impact all in one place.